Several people have alerted me to a great new Forrester report, Mastering Customer Data — a CIO Imperative ($499), by Nigel Fenwick.
Nigel primarily serves the IT community, but his recent research and blog posts have focused intensely on IT’s evolving role with marketing.
From what I’ve heard, his recommendation to CIOs are exactly in line with the conclusions we’ve reached from the marketing side on the value of hybrid marketing technologists and an evolving role for IT from full control to distributed governance.
Continued atForrester CIO report recommends marketing-IT hybrids – Chief Marketing Technologist.
